Press Release Details

Out-of-Home Viewing Boosts Super Bowl XLVI Audience by 21 percent, According to Data From the Arbitron Portable People Meter Ratings Service

02/13/2012

COLUMBIA, Md., Feb. 13, 2012 /PRNewswire/ -- Arbitron Inc. (NYSE: ARB) today released a report detailing out-of-home audience metrics for NBC's February 5 telecast of Super Bowl XLVI across 44 of the media markets where the Company's Portable People Meter (PPM) ratings service is deployed.

Of the 123.1 million persons, age 18 and older, in those PPM measured markets, 11.9 million watched the NFL championship game outside of their homes.  The out-of-home audience delivered a 20.7 percent lift to the reported in-home viewing audience of 57.5 million viewers, age 18 and older, in those 44 Arbitron PPM markets. 

Arbitron defines audience lift as the number of out-of-home viewers divided by the in-home viewers.  Because the Arbitron Portable People Meter service is the only syndicated media ratings system in the United States that uses a personal and portable measurement device, the PPM ratings service can track consumer exposure to encoded media no matter where the exposure occurs.

"Sports programming is known to be a group viewing experience, often times outside of the home.  Prior to the PPM device, the amount of out-of-home viewing to events like the Super Bowl was estimated and assumed using 'soft' methods of quantification," said Carol Edwards, senior vice president, Cross-Platform Sales and Marketing, Arbitron Inc.  "By quantifying this audience and understanding it demographically, Super Bowl advertisers are better able to understand the full depth of consumer exposure they have harnessed through their advertising on this year's championship football game." 

Some additional highlights of the report include:

  • For adults age 25 to 54, out-of-home viewing delivered an audience lift of 23 percent over in-home only viewing levels;
  • For adults age 18 to 49, out-of-home viewing delivered an audience lift of 25.4 percent over in-home-only viewing levels.
  • The out-of-home audience was highest during the first hour of the Super Bowl, with 18 percent of viewers age 18 and older watching outside of their home;
  • In the New York market, adults age 18 and older watching the game outside of their home delivered an audience lift of 21.7 percent over in-home-only viewing levels.
  • In Boston, adults age 18 and older watching the game outside of their home lifted the in-home-only audience by more than 18 percent.

All data is based on live-plus-same-day DVR playback. While the Portable People Meter ratings service is deployed to measure 48 radio markets, out-of-home television viewing estimates for four of the markets–Nassau-Suffolk (Long Island); Middlesex-Somerset-Union; San Jose and Riverside-San Bernardino–are included as part of the larger New York, Los Angeles and San Francisco markets these four markets are embedded in or adjacent to.

About Arbitron Portable People Meter Services

The Arbitron Portable People Meter device is a personal and portable device that captures a consumer's exposure to media and entertainment by passively capturing an inaudible code that can be embedded in the audio content of terrestrial, satellite and online radio broadcasts, in broadcast, cable and satellite television as well as cinema advertising and many types of place-based digital media.

Determining whether a PPM panelist is at home or out-of-home is accomplished through the use of a low power RF transmitter that is designed to act as a continuous "at-home" beacon. When a PPM panelist is at home and in range of the beacon, all exposure to encoded media collected by the PPM is tagged as at-home exposure.  When the PPM panelist is out of range of the at-home beacon, all exposure to encoded media collected by the PPM is tagged as out-of-home exposure.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, broadcast and cable television, and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world.

Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data.

The Company has developed the Portable People Meter™ (PPM™) and the PPM 360™, new technologies for media and marketing research.

Portable People Meter , PPM™ and PPM 360 are marks of Arbitron Inc.

PPM™ ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic.

SOURCE Arbitron Inc.